Clayton Payne – What I’ve learned in 30 years in the pet industry

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Clayton Payne is a pet industry expert who’s been in the trade for over three decades – and who’s built one of the UK’s most well-known and well-respected wholesale businesses from scratch.

He shares what it was like starting out as a young lad knocking on doors trying to get products into shops, how he built a business that turned over millions, and why staying real and relatable has been such a big part of his success.

Clayton also talks about what it’s like to be hated and not taken seriously, and how he pushed forward and learned not to care what people thought about him, to the point where he says he ‘loved’ being disliked.

We talk about the highs and lows of running a business in the pet industry, being consistent and reliable, and how the sector has changed since he started out in the 90s, especially when it comes to social media, brand building, and visibility.

Clayton also speaks about his own challenges, including overcoming alcohol addiction in his early twenties, how he still experiences imposter syndrome, and the toll success can take behind the scenes.

If you want to know what it’s like growing a pet business that stands the test of time – and what it means to be a disruptor – you will love this conversation.

All the links to connect and learn more from Clayton, plus how to tune into his brilliant Pet Business Disruptors podcast are at the bottom of this post.

Click on the player link below to listen to this episode.

What we cover in this conversation

Clayton shares how he built his wholesale business from the ground up, starting with door-knocking and eventually reaching a multi-million pound turnover.

We talk about the importance of showing up for your customers, building trust, and why reliability often matters more than price.

Clayton opens up about dealing with being disliked in the industry and why being authentic and not trying to please everyone was key to his growth.

He shares how being in recovery from alcohol addiction helped shape his mindset and the way he approaches business and life today.

We chat about the rise of premium products for cats, changes in buying behaviour online, and why disruptors are the ones who take action.

Key quotes from Clayton Payne on 30 years in the pet industry

“I always had imposter syndrome. I used to think, who am I to give advice? But the truth is, I’d lived it – and that’s what matters.”

“I was relentless. If someone said no, I just came back the next week. I wasn’t afraid to keep going until something worked.”

“People obsess over price, but it was never about that for us. It was always about service and trust.”

“If you’re going to be successful, get used to being hated – not everyone is going to like it when you do well.”

“I shoot my arrow and wherever it lands, that’s the target. You never quite know which way the wind’s blowing.”

“To be a disruptor, you have to stop talking about the idea and actually do the thing.”

Topics and timings in this episode:

1.00 – Introduction to Clayton and his background.
3.00 – Growing up in the pet industry and early career.
6.45 – Creating and scaling a successful wholesale business.
9.30 – Disrupting the natural treat industry in the UK.
12.00 – How the industry has evolved since the 90s.
15.10 – Why it’s harder (and easier) for brands today.
18.00 – Supporting challenger brands and working with agility.
21.30 – Breaking through and being taken seriously in the early years.
24.20 – The impact of a major competitor going under – and how it led to huge growth.
27.15 – Why service and reliability matter more than price.
29.00 – Showing up for your customers and staying consistent.
31.00 – Dealing with rejection and staying resilient.
33.10 – How tailoring your approach to each pet shop can improve your chances.
35.20 – Is your product truly viable for retail? A reality check for small brands.
39.15 – How challenger brands can approach route to market and minimum orders.
41.45 – Why the Pet Business Disruptors podcast was created.
43.00 – Imposter syndrome and showing up as yourself.
45.00 – How authenticity and personality became a strength.
48.30 – Being disliked by the industry – and why that’s not always a bad thing.
52.00 – The importance of staying focused on the right people.
54.15 – How travel helped with perspective and resilience.
56.30 – Life now – consultancy, the podcast and new opportunities.
58.45 – The impact of long-term sobriety and recovery.
62.30 – How being sober supercharged business success.
65.00 – The myth of perfect timing – why it’s never too late to do what you want.
67.00 – Market shifts in 2025 – the rise of premium cat products.
68.30 – What’s changing with AI, SEO and e-commerce.
69.30 – What it takes to be a true disrupter.